Beverly B. Media and Communications

Less is More: What to do When a Scandal has been Hijacked.

No matter what side of the debate you’re on regarding the Chick-fil-A uproar, one would assume that the Chick-fil-A PR team is in over drive…but are they?

While others are doing a lot of talking about Dan Cathy’s comment regarding the company’s stance on same-sex marriage, Chick-fil-A has wisely decided to say as little as possible.  In my opinion this is one of the smartest things to do when a scandal surrounding your client has been hijacked.

What do I mean by hijacked?  When others organize movements and protests around your scandal and you’re not even involved, you’ve been hijacked.  When others are angrier about the situation that you are, you’ve been hijacked.  When the movement has gotten bigger than you, you’ve been hijacked. I can go on, but you get the point.

Mike Huckabee, the former governor of Arkansas and Fox News host, called for Chick-fil-A Appreciation Day on his Facebook page–which took place on August 1st– to show support for the fast food chain, A “kiss-in” was organized by Dallas political activist Carly McGehee encouraging gay couples to kiss in front of  Chick-fil-A restaurants, and mayors from varying states have threatened to block the franchise from opening in their neck of the woods. While all this is going on, Steve Robinson, executive vice president of marketing, made sure to make it known that Chick-fil-A Appreciation Day was not organized by the company.  Although a press release was released after The Day of Apprecition the even wasn’t  promoted on the company’s Facebook page or website leading up to the big day.  As for the “kiss-in” Robinson said in a press release “At Chick-fil-A, we appreciate all of our customers and are glad to serve them at any time. Our goal is simple: to provide great food, genuine hospitality and to have a positive influence on all who come into contact with Chick-fil-A..”

Ecclesiastes 5:3 in the bible says “…a fool’s voice is known by multitude of words.” there are times and situations where less is more. Like everything, else this to shall pass.


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